In a statement, a spokesman for Barnardo's said the decision had not been taking lightly.

They said the move was a way of testing "the impact of a popular celebrity in order to appeal to a new, wider audience."

Binky also said she had not profited from the campaign and would be donating the sum to another charity.

A statement on Barnardo's website read: "The cost of the campaign is £3,000.

“This is the first time we had agreed to pay a celebrity for a retail campaign.

"We have had to postpone some previous retail campaigns as we have been unable to secure the right celebrity backing.

"This was a way of testing the impact of a popular celebrity in order to appeal to a new, wider audience. This was not a decision we took lightly.

(Image: Getty)

“Barnardo's retail shops are part of the charity's trading arm and as such operate in a commercial environment. We are soon to launch a new campaign to encourage much needed donations to our shops.

“We took a business decision to acquire the support of Alexandra (Binky) Felstead using retail profits to bring the appeal to a new and wider audience. We expected the campaign to increase our retail stock significantly and will be monitoring its impact on our sales.”

Reps for Made In Chelsea star Binky said she had not profited from the campaign and had always intended to donate the fee to another charity which she supports.

(Image: 2013 Getty Images)

A spokesman for the star said: "It was always Binky's intention to donate her fee to charity and this is the main reason she took on the job.

"She felt there would be a double bonus - helping Barnardo's and helping one of the charities she already supports."